Rodliffe Accounting –  rodliffeaccounting.com

Google is teeming with huge opportunities for businesses, is yours missing out?

Google Adwords Search Advertising

26 – Feb – 2018

1

Your Business, Needs and Goals

Rodliffe Accounting is an accountants based in London specialising in SME and Contractor accounting.

To aid their continued growth Rodliffe Accounting needs to increase the Enquiries they receive from their website.

Website address:

  • rodliffeaccounting.com

Marketing objectives

  • Increase Enquiries
  • Increase marketing list.

Target Industry/s

  • SME’s
  • Contractors / Freelancers

Competition

  • Highly competitive

Target Location/s

  • City of London

2

Why Google Paid Advertising Works

I Thought No One Clicked On Ads?
Paid ads receive 20%+ of all clicks.
With up to 8 ads per page, they fill the page before scrolling. 55% don’t even recognise them as ads!

Intent
Those searching on Google already have the intent to find your roles or services.

Highly Targeted
We use advanced techniques to ensure your ads are only shown to your ideal audiences. There’s no limit to the number of ads we run.

Direct Relationships
Prospects are taken directly to your website where they learn about only your roles / services and not your competitor’s (like they do on Job Boards and Social Media).

Instant ROI
Your adverts go live quickly and start delivering results immediately.

Split Tested
Multiple advert variations are split tested, over time the best performing adverts are shown more often and your results increase.

It’s Only The Results That Matter
Conversion tracking, continued improvement and detailed reports are key to a successful campaign, this allows us to increase the applications and enquiries you receive whilst decreasing the cost.

3

Google Searches

Google searches made each month by prospects searching for your specific offering.

 

33,000

Service Searches Per Month

£7 – £11

Average Cost Per Click

£3,000 – £7,000

Recommended monthly click budget

Google Search Term Sample
The following is a small initial sample of search terms based on the information we have found about your business on your website. Before we build our campaign we will perform search term research that analyses thousands of potential search terms.

sme accountant
small business accountant
local accountant
contractor accounting
contracting accounting
contracting accountants
contractor accountants
contractor accounting
contracting accounting
contracting accountants
contractor accountants
freelancer accountants
best contractor accountants london
accountants for freelancers london
accountants for contractors london
accountants for contractors

contracting accountants london
contractor accountants london
specialist contracting accountants
specialist contractor accountants
contracting accountants east london
contractor accountants east london
contracting accountants e14
contractor accountants e14
ir35 accountants
contracting accountants central london
contractor accountants central london
contracting accountants london city
contractor accountants london city
contracting accountants city of london
contractor accountants city of london
contracting accountants leamouth

contractor accountants leamouth
contracting accountants millwall
contractor accountants millwall
contracting accountants near me
contractor accountants near me
contracting accountants isle of dogs
contractor accountants isle of dogs
accountants near me
accountants isle of dogs
accountants millwall
accountants poplar
accountants leamouth
accountants city of london
accountants london city
accountants central london
accountants canary wharf

4

Retargeting

Reconnect with the 95%+ of website visitors that leave without contacting you!

Prospects rarely make contact with you during their first visit to your website. Retargeting helps us to reconnect and re-present your offerings to those who have shown a past interest by visiting your website.

Retargeting adverts can be shown across all major online platforms including Google search pages, most Social platforms as well as millions of third party websites.

Retargeting is a powerful way to stay engaged with your target audience and can dramatically improve your enquiry results.

Advert messaging and design

We design, write and develop creative adverts that compel relevant targets to click through to your site, they feature a full range of benefits, offers and wording.

£150

Recommended monthly click budget

5

Continued Improvements

To become more cost effective, Pay Per Click campaigns require constant monitoring and attention. Our objective is to provide a steady improvement in quality, quantity and value.

  • Research to identify new advertising opportunities and markets
  • Keyword analysis and optimisation
  • Click through rate and quality score optimisation
  • Cost Per Click monitoring to help you receive the cheapest possible price
  • Advert content performance optimisation and split testing
  • Advert design developments (if applicable)
  • Daily budget management including impression, share and lost budget
  • Google Analytics and conversion tracking analysis
  • Monthly KPI reports detailing impressions, clicks, click-through rates, costs and conversions.

6

Approach and Quick Wins

Below are our suggestions on how to kick-off your campaign to maximise the initial results.

  • Full review of past Pay-Per-Click campaigns
  • Full target market and search term research
  • Analyse your new website and provide conversion improvement recommendations
  • Campaign specific landing pages – Write and build using your CMS
  • Define conversion goals, configure in Google Analytics and install tracking code on your website
  • Gradual campaign rollout
  • Remarketing Adverts – write, design and implement

7

Budget / Result Projections

Generally speaking your budget needs to be a reflection of two major factors, how competitive your target market is, and the exposure you require. If you choose a budget that’s too small, you will not gain enough website visits to deliver the volume of applications / enquiries required to produce a reasonable ROI.

Below we have advised on what a minimum and recommended budget would be for your situation.

MinimumRecommended
Total
Investment /Month

£3,600 
/Month

(£3,000 Click Spend £600 Management Fee)

£7,050 
/Month

(£6,000 Click Spend £1,050 Management Fee)

Setup Fee One-off£900£1,275
Avg. Position2-31.5
Impressions /Month30,00033,000
Clicks /Month641 – 784780 – 954
Enquiries /Month
Est. based on avg.
2% and target 5%
conversion rate)
13 – 3916 – 48

 

 

* The values in this table are estimations based upon our initial research, the values that your live campaigns receive will differ.